Abstract
You want it. You’ve got it. That’s why we gave congstar a brand sound, based on a modular system. A flexible brand score including song modules, inspiring sounds, a unique tonality and a recognizable melody based on the sound logo. With this approach our sound branding shapes the customer experience and increases the brand’s recognizability.
Description
You want it. You’ve got it. That’s what we told ourselves and gave congstar a brand sound. Now our brand provides also a sound experience for our customers. We want to sound exactly the way we are and just like what we stand for. Unique, like our look is. To get stuck in people’s mind. Just typically congstar!
That’s why we developed a brand sound, based on a modular system. A flexible brand score including different song modules, inspiring sounds, a unique tonality and a recognizable brand melody based on our sound logo. Our brand melody can also be integrated as a flexible motif into sound productions. Besides providing recognizability and differentiating us from our competitors, it may help to increase the likeability of congstar among our target groups.
Our sound tonality was created in a close working process by a creative team. The team consists of brand experts from different departments, sound branding strategists, producers and musicians, all working in a series of workshops. All characteristics of the sound tonality are directly bound to the brand values and the brand DNA. A central lesson from the workshop was, that the typical look of congstar is striking and memorable – but also creates a certain distance. So one important task for the brand sound was to allow more closeness and to make the brand more tangible.
Our brand score is based on timeless sound elements and inspiring instruments. These brand instruments shape the sound of congstar. Human sounds such as voice, clapping or snapping convey closeness. The beat and sound structure are simple and accessible. Using real instruments rather than electronic instruments and synthesizer sounds will improve the perceived authenticity. The brand score has a modular structure for a high flexibility. The congstar sound logo is catchy, concise, short and has a strong recognition. It reflects all congstar brand values.
In summary the congstar brand sound completes the distinct visual look with a new emotional layer and a human touch. It enhances the brand character and increases approachability. The brand sound is extremely positive and inspiring with its own tonality. The new congstar sound branding have been successfully launched on our latest TikTok Challenge and with our new “Probier was geht” campaign. It will become a core element of the congstar brand identity in the next years.
